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Table 1 Description of peer crowd groups and example images. Images courtesy of Rescue Agency, which has permission for use and grants permission for publication in this article

From: Peer crowd-based targeting in E-cigarette advertisements: a qualitative study to inform counter-marketing

Peer crowd and descriptionSample images representing crowdExample advertisements
Mainstream:
- Not motivated by social status
- Prioritize family, career, or religion over socializing
- Prefer a small number of close friends over many acquaintance
A. Blu magazine advertisement featuring a woman sitting indoors [35]
B. Blu Instagram advertisement featuring two men and a woman sitting outdoors on dried leaves [36]
C. VaporFi Instagram advertisement featuring a woman [37]
D. Green Smoke website advertisement featuring a mature couple sitting together [38]
Young Professional:
- Prioritize career and networking over partying
- Won’t engage in behaviors that risk career
- Dress well (not necessarily trendy)
E. Mistic website advertisement featuring four young adults in a meeting room [39]
F. Ploom website advertisement featuring a White woman [40]
G. NJOY Twitter advertisement featuring a man on a rooftop [41]
H. Blow Vapor Facebook advertisement featuring a man wearing a brown suit in front of a tiled wall indoors [42]
Hip Hop:
- Believe they have to overcome a disproportionate amount of struggles
- Value strength, honor, and respect
- Clothing/style are important status symbols
I. Blu magazine advertisement featuring a man in a casino [43]
J. NJOY Instagram advertisement with two young adults outdoors [44]
K. VaporFi Instagram advertisement with a female with dreadlocks in a car [45]
L. VaporFi Instagram advertisement featuring a man sitting by a tree [46]
Hipster:
- Counter-culture groups
- Value individuality and creativity
- Prioritize supporting local art, music and other creatives
- Trendsetters
M. Blu magazine advertisement featuring a woman with tattooed arm [47]
N. Blu Instagram advertisement featuring a young man with a nose ring [48]
O. Fin magazine advertisement featuring a woman posing in front of an old-fashioned airplane [49]
P. V2 Facebook advertisement featuring a man with sunglasses and moustache [50]
Q. MarkTen magazine advertisement featuring an old man with sunglasses [51]
R. ProVape Facebook advertisement with a senior woman wearing a large necklace [52]
Partier:
- Highly value social status
- Prioritize going out to bars and parties
- Clothing and style are important status symbols, and take great care of their appearance
S. Blu magazine advertisement with three young men posing in a photo booth [53]
T. Blu magazine advertisement with a young woman posing on a chair [54]
U. Playboy magazine advertisement with a young man with many female hands and a close-up of a woman’s face [55]
V. Cigavette Instagram advertisement with a young woman lying on a bed [56]